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"If you don't have an iPhone, you don't have an iPhone." OK, I'll buy that. Which is exactly the response Apple's hoping for with this logical (and slightly pompous) proposition in a trio of new spots. The new work continues in the familiar style of previous ads, presenting soothing white backgrounds and shots of fingers manipulating the device's touchscreen and a piano-pop soundtrack. The ads focus on what you don't get when you buy another smartphone, like the app store, iBooks and iTunes+iPod music/video features.
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